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Saturday, July 6, 2013
Saturday, March 2, 2013
Using Content Marketing to Reach Hispanic-Americans
While creating exceptional quality content has always been important on the Internet, content marketing has now changed into a method that is used to facilitate brand building and establishing a strong online presence. Content marketing refers to the practice of creating content that is interesting enough to the reader that he will want to share it with others across a wide array of websites and social networks. Content that is created for the purposes of marketing a business must consist of not just text articles, audio files, videos and photos must also be included.
When marketing to the Hispanic Americans, it is important that the content that you use will be able to speak to these people and get them interested in what you have to offer. Some suggestions that your content can focus on are topics that concern the family living of those in this country or current events that people of Hispanic origin will find interesting. It is also crucial to include Spanish terms whenever possible and photography that will appeal to Spanish readers.
Regarding whether or not to create content that is in Spanish, well, that will all depend on who your audience is. Refer to this SEOForums.org article under the section The Importance of Language in the United States and Latin America. The way that I suggest you can find out what type of content to create is to get to know your targeted audience better and then visit their online hangout spots to speak and chat with them. In 2011, Geoscape and Savvy University conducted a study that proves that there are a number of Hispanic people on a spectrum of acculturation levels. Since this is the case, it is crucial that you know your audience well before attempting to market to them.
To provide a good illustration as to how this works, let's say you want to target Hispanic youths who are second and third generation United States Hispanics. To target people in this group, you will want to market using social networks, videos and blogging. It is also okay to use English with this crowd. If your audience consists of first generation Hispanics, then you will want to target them via the TV, radio and Internet using content in Spanish. Finally, if your audience will consist of people belonging to all acculturation levels, then you will want to create Internet content that is in both English and Spanish.
To learn about English to Spanish translations and Spanish SEO, please contact Hispanic Market Advisors via this online form.
When marketing to the Hispanic Americans, it is important that the content that you use will be able to speak to these people and get them interested in what you have to offer. Some suggestions that your content can focus on are topics that concern the family living of those in this country or current events that people of Hispanic origin will find interesting. It is also crucial to include Spanish terms whenever possible and photography that will appeal to Spanish readers.
Regarding whether or not to create content that is in Spanish, well, that will all depend on who your audience is. Refer to this SEOForums.org article under the section The Importance of Language in the United States and Latin America. The way that I suggest you can find out what type of content to create is to get to know your targeted audience better and then visit their online hangout spots to speak and chat with them. In 2011, Geoscape and Savvy University conducted a study that proves that there are a number of Hispanic people on a spectrum of acculturation levels. Since this is the case, it is crucial that you know your audience well before attempting to market to them.
To provide a good illustration as to how this works, let's say you want to target Hispanic youths who are second and third generation United States Hispanics. To target people in this group, you will want to market using social networks, videos and blogging. It is also okay to use English with this crowd. If your audience consists of first generation Hispanics, then you will want to target them via the TV, radio and Internet using content in Spanish. Finally, if your audience will consist of people belonging to all acculturation levels, then you will want to create Internet content that is in both English and Spanish.
To learn about English to Spanish translations and Spanish SEO, please contact Hispanic Market Advisors via this online form.
Friday, December 14, 2012
Dispelling Misconceptions About Spanish Language Advertising
American marketers looking to reach out to a wider audience of potential customers and clients often look to the Hispanic market as a source of additional revenue and sales. While there is no question that this group represents a large potential source of revenue, it's essential for marketers to understand how to effectively reach such individuals through the use of Hispanic advertising. Many marketers mistakenly believe that advertisements used for the general public can simply be translated into the Spanish language, in turn allowing the advertisement to work as intended. Instead, marketers must take several different cultural considerations into account if they hope to make an actual impact within the Hispanic market.
The largest factors influencing purchasing decisions among Hispanics
One of the largest problems that plagues marketers who begin to make waves within the Hispanic market is that many of these professionals mistakenly believe that the largest difference between the general public and those who come from Hispanic backgrounds is the Spanish language used to communicate. One Hispanic Americans learn to speak English, those marketers tend to believe that the individual will be receptive to the same marketing campaigns and strategies used to reach the general American public. While the language itself no doubt plays a part of the identity of the individuals who make up the Hispanic market, it is not in fact the largest factor influencing purchasing decisions within this group.
Instead, Hispanics feel a sense of loyalty to their unique heritage and culture. Hailing from a wide variety of different backgrounds and geographical regions, the Hispanic market is composed of a varied group of diverse individuals who may possess certain perspectives or viewpoints that make the marketing campaigns used for the general public ineffective for these people. Beyond simply allowing some ads to be translated into the Spanish language and hoping that general advertisements in English will appeal to those individuals who speak it as a second language, marketers must instead work to develop campaigns and strategies that will work well within the Latino community.
Partnering with culturally aware marketers and ethnic-based agencies to reach the Hispanic market effectively
One way that many corporate marketing departments have managed to find success reaching the Hispanic market is by working in coordination with individuals who have in-depth knowledge regarding the unique cultural thread that makes up the fabric of this diverse group. These individuals may be able to take the existing messages and campaigns of a particular organization and find equivalents that would be able to reach the Hispanic market. In some instances, certain campaigns may be entirely off base, meaning new strategies will need to be developed for the Spanish language speakers.
Ignoring the cultural differences by not tailoring Hispanic advertising to the market is not only ineffective for corporations and small businesses alike, but it could potentially be interpreted as ignorant or offensive by the individuals who view such advertisements. Not only would this negatively impact a company's bottom line, but it could have far reaching impacts for the brand's image and reputation over the course of the long haul. It's important for marketers to be aware of these risks and work to craft marketing campaigns that are culturally relevant to avoid such problems from presenting themselves.
Understanding the multifaceted identity of the Hispanic market
No matter why a company chooses to begin marketing its products or services through Hispanic advertising, it's essential for such organizations to comprehend the multifaceted identity of the Hispanic market. By working with individuals who have experience with this segment of the population, campaigns have a better chance of increasing revenue and establishing brand recognition within the community. Not only must these campaigns take the Spanish language into consideration, but furthermore the concepts and ideas that are relevant to the community.
The largest factors influencing purchasing decisions among Hispanics
One of the largest problems that plagues marketers who begin to make waves within the Hispanic market is that many of these professionals mistakenly believe that the largest difference between the general public and those who come from Hispanic backgrounds is the Spanish language used to communicate. One Hispanic Americans learn to speak English, those marketers tend to believe that the individual will be receptive to the same marketing campaigns and strategies used to reach the general American public. While the language itself no doubt plays a part of the identity of the individuals who make up the Hispanic market, it is not in fact the largest factor influencing purchasing decisions within this group.
Instead, Hispanics feel a sense of loyalty to their unique heritage and culture. Hailing from a wide variety of different backgrounds and geographical regions, the Hispanic market is composed of a varied group of diverse individuals who may possess certain perspectives or viewpoints that make the marketing campaigns used for the general public ineffective for these people. Beyond simply allowing some ads to be translated into the Spanish language and hoping that general advertisements in English will appeal to those individuals who speak it as a second language, marketers must instead work to develop campaigns and strategies that will work well within the Latino community.
Partnering with culturally aware marketers and ethnic-based agencies to reach the Hispanic market effectively
One way that many corporate marketing departments have managed to find success reaching the Hispanic market is by working in coordination with individuals who have in-depth knowledge regarding the unique cultural thread that makes up the fabric of this diverse group. These individuals may be able to take the existing messages and campaigns of a particular organization and find equivalents that would be able to reach the Hispanic market. In some instances, certain campaigns may be entirely off base, meaning new strategies will need to be developed for the Spanish language speakers.
Ignoring the cultural differences by not tailoring Hispanic advertising to the market is not only ineffective for corporations and small businesses alike, but it could potentially be interpreted as ignorant or offensive by the individuals who view such advertisements. Not only would this negatively impact a company's bottom line, but it could have far reaching impacts for the brand's image and reputation over the course of the long haul. It's important for marketers to be aware of these risks and work to craft marketing campaigns that are culturally relevant to avoid such problems from presenting themselves.
Understanding the multifaceted identity of the Hispanic market
No matter why a company chooses to begin marketing its products or services through Hispanic advertising, it's essential for such organizations to comprehend the multifaceted identity of the Hispanic market. By working with individuals who have experience with this segment of the population, campaigns have a better chance of increasing revenue and establishing brand recognition within the community. Not only must these campaigns take the Spanish language into consideration, but furthermore the concepts and ideas that are relevant to the community.
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